It’s easy to feel like once you’ve designed your website the work is done. But any good marketer will tell you that your website is a living and breathing thing. Its purpose is to sell your business to prospective clients and provide useful information to current customers.
If your website isn’t updated regularly, then you’re doing a huge disservice to your business. Regular updates not only help with search engine optimization – Google and other search engines take into consideration how often sites are updated – but also help provide a better experience to patients visiting your website.
Website updates don’t have to be big to make a big difference in your medical marketing strategy.
Content creation is one of the best things you can do for your website. It’s a marathon, not a sprint, which means you need to take the time to map out a strategy, understand what you’re going to write and why you’re writing it, and what you expect to get from it.
It’s not enough to simply create a blog post. Instead, start by researching what your patients and prospective patients are seeking answers to. Analytics on your site search will tell you the most common questions people ask.
Use these terms to create an editorial calendar and content tree that truly meets their needs. For example, if your site search is showing people asking for root canal information, it might be smart to create a series of blog posts that circumvent around the most common root canal questions you get asked.
Medical website design is all about the patient and getting the right message across to them. By creating new content you’re making sure their needs are being met.
Examine Your Calls to Action
Examine Your Calls to Action
Call-to-action buttons play a huge role in ensuring people take a next step in becoming a lead or new patient at your practice. In website design for medical practices, these little buttons are strategically placed, colored, and worded to have the biggest impact.
Examples of a call-to-action might include “request a demo,” “learn more,” “get the guide,” and anything else that moves someone to take the next step.
Often times we get used to buttons and completely forget that they play such a huge part in the success of your website and really all website design for healthcare providers.
You can refresh your medical website design by simply changing the color of a button. This can help tell you what people respond to best. For example, let’s say your button is blue and you change it to red. If you notice fewer leads or form submissions after you switch to the red button, that could indicate that your persona doesn’t respond as well to that color.
You can also play with wording. Perhaps a certain verb gets people to take action more than another. Your button’s size will also impact the amount of leads you get, as will the shape.
Offer New Gated Assets
Gated assets are the assets you provide to get a person’s information. This might include offering them a free ebook download, a white paper, or even a list of your services in PDF form.
By offering a new asset to get people to submit information, you reach a whole new audience – one who hasn’t yet been interested enough to give their information in exchange for whatever you’re offering.
Update Your Images
How many times have you been to a website and eventually become numb to the information provided and photos on the site? A good photo should motivate people to take action and want to learn more about what you’re offering.
Finding good photos takes a lot of time and research, and can often cost a pretty penny too. Whether you’re looking for the right type of photo for your website’s tone and feel or simply have a very specific look, the research put into finding photos makes it a task people are happy to finish.
Unfortunately, photos can quickly become boring and lose their efficacy if they aren’t refreshed often. If you choose to leave your images the same, they become outdated and eventually send the message that your website and medical practice are outdated.
Provide a Better User Experience
People are fickle. That’s why it’s easy to understand the pain that is often unduly caused to patients when your website undergoes a redesign. But if you make small, incremental changes that improve the user experience you can be sure that the end result will be happier, more content customers.
The best place to start is by providing a mobile responsive website to patients. With the vast array of devices on the market – from android to windows to iPhones – you want to ensure your website displays properly on whatever device people are visiting from. Responsive websites adapt to the device that a person is on so that calls to action, images, and banners display properly and aren’t warped.
All of these factors make navigating your website much more enjoyable and help to decrease the number of people bouncing from your site once they land on it.
Another way to provide a better user experience is to look at your website’s navigation. While it isn’t wise to change a well-constructed navigation, by paying attention to analytics and user behavior you will understand how easy it is for people to reach certain parts of your website.
For example, let’s say your contact page is linked as a sub menu option under “about us.” This is one of the most common pages visited on medical websites. You likely will get few contact requests through this form and will also lose customers because they don’t want to take the time to search for the form.
By simply moving this menu option to the main navigation you will notice an immediate improvement in the number of people contacting your office and the satisfaction of those people. A satisfactory website experience gives patients a better impression of your business and will lead to a healthy relationship between them and your practice in the long run. After all, your first impression is your last impression, so make it a good one.